He may be a lion now...but he will never forget his fellow canines? Snoop Lion, the artist formerly known as Snoop Dogg, is now endorsing a dog food product called Dogs for Dogs. With every bag of Dogs for Dogs purchased, another bag gets donated to an animal shelter in need of supplies.

Somehow this special product can be consumed by both humans and dogs, although we're not quite sure why.

During a visit to "Chelsea Lately," Snoop explained that his puppy love pushed him to create the brand, noting that dogs are killed in shelters due to a lack of food rather than a lack of space and staff.

This isn’t Snoop’s first strange product endorsement though. Last fall he famously endorsed Hot Pockets in a minute-long commercial, rapping along to “Pocket Like It’s Hot,” a remixed version of his famous hit, “Drop it Like It’s Hot.” From Hot Pockets to dog food, Snoop is conquering one food group at a time.